jmduke

With all due respect to Kevin Kelly (who has lived a life worthy of the aphorisms he writes!), I prefer the guidance of George Saunders (via Lincoln in the Bardo):

> Please do not misunderstand. We had been mothers, fathers. Had been husbands of many years, men of import, who had come here, that first day, accompanied by crowds so vast and sorrowful that, surging forward to hear the oration, they had damaged fences beyond repair. Had been young wives, diverted here during childbirth, our gentle qualities stripped from us by the naked pain of that circumstance, who left behind husbands so enamored of us, so tormented by the horror of those last moments (the notion that we had gone down that awful black hole pain-sundered from ourselves) that they had never loved again. Had been bulky men, quietly content, who, in our first youth, had come to grasp our own unremarkableness and had, cheerfully (as if bemusedly accepting a heavy burden), shifted our life’s focus; if we would not be great, we would be useful; would be rich, and kind, and thereby able to effect good: smiling, hands in pockets, watching the world we had subtly improved walking past (this empty dowry filled; that education secretly funded). Had been affable, joking servants, of whom our masters had grown fond for the cheering words we managed as they launched forth on days full of import. Had been grandmothers, tolerant and frank, recipients of certain dark secrets,who, by the quality of their unjudging listening, granted tacit forgiveness, and thus let in the sun. What I mean to say is, we had been considerable. Had been loved. Not lonely, not lost, not freakish, but wise, each in his or her own way. Our departures caused pain. Those who had loved us sat upon their beds, heads in hand; lowered their faces to tabletops, making animal noises. We had been loved, I say, and remembering us, even many years later, people would smile, briefly gladdened at the memory.

It's an interesting question! To me, an (or perhaps _the_) obvious threshold is once the emails become automated.

I think the definition of spam necessitates some level of bulk sending, and I struggle to consider ~fifty emails over the course of two or three years "bulk".

The only through-line for the author's definition of "bogus" (AI generated content; identity performance; rejection of canon) appears to me "cannot be situated in the culture of a few decades ago."

To pick on one example: he writes of the linked NYT essay:

> Is greatness overrated? What’s next—Is disease the new health? Is losing the new winning? Is stupid the new smart?

At risk of sounding uncharitable, this is the kind of reaction one might have to the essay if they read the title and skipped the content. The author is specfically talking about the idea of the Nobel canon and its orthogonality to other reasons you might want to read an author. (I don't think it's a particularly good essay, but it's certainly not saying "bad stuff is good, actually"!)

Yup, absolutely — you see a lot of the larger brokers do some genre of lease-to-own program (pay us the purchase price plus a near-usurious APY over 24mos and at the end, you can keep the domain.)

My margins are solid and there aren't a lot of competing opportunities to deploy capital besides pulling forward cloud costs or hiring folks (which is a very different value prop altogether), so reasoning about the lump sum was pretty easy, but you're definitely right in that objectively speaking I should have just gotten a line of credit and amortized it that way.

Honestly, as long as you don't call it "Buttdown"... (this happens more than you'd think.)

And my old blog domain to boot! Exactly what I meant by "The hardest part of the process was the stuff you can't grep for..."

(T/Y — fixed.)

Definitely not _necessary_ — I was more or less resigned to not having the domain, since the sticker price was $170K and my mental "is this _really_ worth it?" number was high five figures.

As for why important: a melange of reasons. I had heard a _lot_ from customers and prospects that they couldn't find the site because they searched for/navigated to buttondown.com; I was faintly worried about SEO/brand impact from using a vanity TLD like `.email`; I was faintly worried about a more well-financed competitor buying it and redirecting to their own property; there are a very real number of legacy pieces of software that do not _accept_ `buttondown.email` as a valid domain, which is important when you're dealing with UGC.

(When I was debating what a reasonable purchase price might be, the framing that helped me make a decision was: "if this helps my overall conversion funnel grow by 2% in perpetuity, is it worth it?", and that answer was yes. Time will tell, of course, to see where that number actually lands!)

Author here! Happy to answer any questions folks have.

(I would also be remiss if I didn't say that I am grateful to HN for introducing me to what was called microISVs a decade ago, "indie hacking" five years ago, and now I suppose is mostly called "building in public" / "lifestyle businesses". I was inspired to start Buttondown in no small part due to reading about Candy Japan, Appointment Reminder, et al, and learning that there was a different yet equally valid path for growing a SaaS)